In order to get results from your marketing and public relations programs, you have to have a clear vision of what you want to achieve. We call these SMART Objectives. They are:

Specific: not vague Measurable: have numbers attached to them Attainable: Are not too easy, or too hard to achieve Results-Oriented: they are tied to business goals Time Bound: They have a time frame by which they can be accomplished

Another way to think of this, is by asking yourself:

How many/much of X results to I hope to achieve by X date? How many, by when?

1.
Boston University Summer Program
Università Cattolica del Sacro Cuore @ BU, Summer 2014
Interactive Marketing
Communications
The marketing world is changing rapidly, and many businesses are
rethinking how they organize and execute the marketing function.
This course explores the evolution of interactive marketing
communications – specifically about the increasingly integrated
marketing and corporate communications roles. We’ll touch on
advertising, PR, corporate communications, SEO, social media,
interactive and digital content and many other topics. The course
also includes a final project.

7.
History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx
A History of Advertising by Henry Sampson
• The First Newspapers:
• Kaiyuan Za Bao (Beijing, 713-734) – Handwritten Tang Dynasty “Bulletin of the Court”
• Notzie Scritte (Venice, 1556) – Cost one gazetta, leading to the name
• Strasbourg Relation (Germany, 1605) – First modern newspaper
• The First Advertisement: The honor probably goes to France’s Journal Général d’Affiches,
or Petites Affiches, first published in 1612

8.
History of Marketing
http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx

24.
Your Class Project
• Form a group of 5 or 6 people
1. Name a team leader
2. Assign 1 or 2 items from the list on the next page to
each member
• Pick a company to “help.” The company must:
1. Be primarily English-language
2. Have a public website
3. Have an email marketing database visible on site
4. Have a social media presence (at least two social
networks)
5. Have a blog or some form of content marketing program

42.
Creating a Customer Profile
• Give them a name, e.g., “Sally Spender”
• If necessary, include
– The User
– The Decision Maker
– The Influencer
– The Buyer
• There may be more than one
• Include both
– Demographics
– Psychographics
– Socialgraphics
http://www.entrepreneurship.org/en/resource-center/customer-profile.aspx
http://www.businessesgrow.com/2013/01/26/forget-demographics-its-all-about-the-socialgraphics/

47.
Opt-In vs. Opt-Out
• People who have actively opted in to receive
email open and click-through at much higher
rates than people that have been added to a
list without their knowledge
• Lately, opt-in is getting more people to open
the email, but it's not getting a significantly
higher percentage of that group to then click
on it
http://mashable.com/2011/11/28/mailing-list-performance/